ATRIBUT PRODUK DALAM PEMILIHAN SARANG BURUNG WALET GOLDEN SWALLOW

Abstract

The purpose of this research is to determine “Attributes that are preferred by customers in selecting Golden Swallow bird’s nest products”. The population in this study are actual buyer and potential buyer in Surabaya whom are included in middle to upper economic classes. 69 respondents are used as samples using judgmental sampling technique which is part of nonprobabilities method. Variables used in this research are type of bird’s nest, shape of bird’s nest, and weight of packaging size. This study uses Conjoint analysis. Results indicate that the attributes that costumers preferred in selecting Golden Swallow bird’s nest products are mostly type of bird’s nest with the level of white bird’s nest, weight of packaging size with the level of 250 gram, and shape of bird’s nest with the level of bowl shape.